Thomas Bieger

Information Sources for Travel Decisions: Toward a Source Process Model

This article contributes to the study of information sourcing behavior in the travel decision process. It focuses on the differences between information sourcing before and after a definite trip decision (characterized either by an irreversible choice with regard to destination or by a legal contract such as a reservation or purchase of one or multiple elements of a trip). The study identifies typical patterns of information search behavior for different travel types, grouped by means of clusters along two stages of the information sourcing process, thus forming paths of information sourcing. The data are representative for the case of Switzerland, serving as a model for a well-developed travel market. Descriptors such as type of trip, degree of packaging, choice of destination, and choice of accommodation showed significant explanatory power, while sociodemographic variables proved to be of less value. The results give the industry the possibility of improving information distribution systems throughout the travel decision process.

Market Segmentation by Motivation: The Case of Switzerland

This study describes the segmentation of mature travel markets, as exemplified by Switzerland. Based on an extensive and representative travel survey covering 2,000 households and more than 11,000 trips, a situational, motivation-based travel market segmentation is proposed. The clustering of motivations proves to be a valuable means to segment markets. The results reveal a diminishing role of sociodemographic segment descriptors. It is more the (anticipated) travel profile and the attraction of a certain destination that determines Swiss travel behavior.

Destination Governance: Using Corporate Governance Theories as a Foundation for Effective Destination Management

This article adds to the ongoing debate on the performance of corporate-based versus community-based destination management models. New forms of integrated, centrally managed destinations challenge the business models of traditional, historically grown destinations driven by decentralized ownership. This article analyzes the contribution of corporate governance theories to the explanation of destination governance structures and evolution. The research uses six selected dimensions of corporate governance, and the operationalization through concrete items, to analyze and assess twelve destinations in the Swiss Alps. Various destination governance forms and mechanisms reveal the context for conditions for success.

Das wertbasierte Geschäftsmodell - Ein aktualisierter Strukturierungsansatz

Dieser Beitrag stellt den wertbasierten Geschaftsmodellansatz als Herangehensweise zur strukturierten Beschreibung und Konzeption von Geschaftsmodellen vor. Dieser Ansatz ist eine Weiterentwicklung des Geschaftsmodellansatzes von Bieger, Ruegg-Sturm und von Rohr (2002), die dem aktuellen Stand der Forschung zu Geschaftsmodellen Rechnung tragt. Insbesondere werden neben der Orientierung an der Wertschaffung neu auch die Dimensionen Innovation und Wertverteilung eingefuhrt.

The New Frontiers of Destination Management Applying Variable Geometry as a Function-Based Approach

This study challenges the way the research community has approached issues and implemented concepts in the field of destination management. In contrast to previous contributions that deliver a particular framework, this study aims to literally deframe the construct of the destination. To this end, we propose an alternative and dynamic viewpoint for researchers and practitioners that might have evolved decades ago, if the research community had not tried to constrain or reduce the phenomenon of the destination to a comprehensive and inherently static system. We identify the main problems of destination management and attempt to explain the reason for the many failures and shortcomings in practice. Building on an alternative concept, we present its applicability to the case of the currently ongoing reform of the destination management organizations (DMOs) in Switzerland. The study has a conceptual character, although its practical relevance has been proved over the past two years.

RELATIONSHIP INTENTION AS A MEDIATOR BETWEEN RELATIONAL BENEFITS AND CUSTOMER LOYALTY IN THE TOUR OPERATOR INDUSTRY

Relationship and customer loyalty management have been an important field of research in marketing for decades. However, the focus for many years was mainly on the benefits of relationship marketing for companies. This article contributes to a deeper understanding of the benefits of relationship marketing for customers in the travel industry. It investigates the effects between relational benefits, relationship intention and intentional loyalty using the tour operator industry as an example. Relationship intention will be introduced as a variable influencing intentional loyalty. The role of relationship intention in the customer benefit‐intentional loyalty context will be analyzed by testing different path models. The measurement model is estimated, based on a confirmatory factor analysis using LISREL with a sample of 1,702 tour operator customers. The structural model as well as the estimate path coefficients were analyzed applying a partial least square approach (PLS) using SmartPLS. This article not only contributes to the further development of models explaining intentional loyalty, but also to the development of practical insights about the influence of different measures and tools on intentional loyalty from a customer benefit perspective. It can be concluded that the intention of a customer to invest in a relationship is dependent on the perceived level of relationship benefits. Further, the results show, that the buying behavior of customers is influenced by the perceived relational benefits. With the management of customer relations, a provider can influence the behavior of the customer to exploit the earning potential efficiently. Therefore, a provider has to be successful in creating new relational benefits for his customers through measures of customer relation management.

From Destination Governance to Destination Leadership : Defining and exploring the significance with the help of a systemic perspective

Purpose – Starting from the tenet that destination management deserves a systemic approach the authors first explain the meaning of systemic leadership and then discuss its relevance for tourist destinations. The aim of this paper is twofold. First, it develops a concept of destination leadership based on a systemic perspective and therefore prevents a common misunderstanding, namely that destination leadership may simply generate from organizational leadership. Second, the concept builds on extant literature on destination governance and in so doing it stretches the vector of this research stream (governance) into a supplemental field (leadership). Design/methodology/approach – Based on recent empirical research in the field of systemic research in destinations, the concept of destination leadership is elaborated in a wider context of destination management. Findings – As a result, a set of dimensions and mechanisms which drive the systemic development of destinations can be distilled. A framework for fu...

Segmenting travel on the sourcing of information.

In the study presented here, travellers from Switzerland are segmented on the basis of their information collection. Information plays a special role in tourism. Core elements of a succesful strategy consist of providing convenience and a trustful relation. While elements of convenience are such as easy accessablity and availabilty of customer-tailored information, a trustful relationship is based on people (friends and relatives)and therefore manpower (travel agencies employees, or employees in tourist information agencies)

Net Economy — Die Bedeutung der Gestaltung von Beziehungskonfigurationen

Der vorliegende Beitrag versucht, die Triebkrafte der Veranderungen in Wirtschaft und Gesellschaft zu systematisieren. Das Konzept der Netzokonomie (Net Economy) wird operationalisiert. Vor diesem Hintergrund wird ein erster Handlungsrahmen fur die Herausforderungen des kommenden Jahrzehntes, das Management von Beziehungen, geboten. Technologie und Deregulierung fuhren zu einer Transformation von Unternehmen und Branchen, die Standorten oder gesellschaftlichen Institutionen neue Funktionen zuweist. In der Wirtschaft werden Transaktions- und Leistungssysteme tiefgreifend verandert. Diese Transformation fuhrt zur Bildung neuer Netzwerke in der Wirtschaft beispielsweise in der Form von virtuellen Unternehmen und zu neuen Beziehungskonfigurationen wie dem Phanomen der Coopetition. Fur Individuen und Unternehmen heist die Herausforderung der Zukunft, mehr Beziehungen zu managen. Klare moralische Grundlagen, Vertrauensbildung, Selektion und instrumentelle Effizienz sind gefragt. Beziehungsmanagement ist Treiber und Inhalt der Entwicklung neuer Geschaftsmodelle.

SOLO TRAVEL - EXPLORATIVE INSIGHTS FROM A MATURE MARKET (SWITZERLAND)

This study examines solo travel, and offers (1) a conceptual framework of solo travelers, (2) a profile of these types of travelers (by socio-demographic characteristics), and (3) a profile of travels (by specific descriptors). The data for this study stem from a comprehensive survey of Swiss travel behavior conducted in 2004 by the University of St. Gallen (Switzerland). The conceptual model is derived from transportation research. It proposes an a priori segmentation of four types of solo travel, delineated on the combination of the (1) departure status (a single, one-person household, compared to a collective, multi-persons household) and (2) arrival status (solo travel, compared to group travel), thus creating a two-by-two matrix with four segments overall. Solo travelers basically either tend to foster an existing social network or try to nurse their curiosity and at the same time look for new social contacts. The results of the profiling further reveal significant differences between the solo travel groups, as well as towards a control group incorporating all other travel. They include income, profession, and age, as well as familiarity with the destination, choice of type of accommodation, expenditures and various types of trips. However, no significant differences can be reported with regard to the choice of destination.